Brand Name: Innolight
Tag Line: Energy Efficiency for Commercial and Industrial
Target companies are those with older light fixtures which are far more energy intensive and have high maintenance costs due to short lamp life; facilities with poor light levels that they are looking to improve; and facilities looking to generally improve their energy efficiency and environmental performance. The individual target is the decision makers for commercial and industrial facilities meeting these criteria. These can be site managers, business managers, commercial managers, facility managers, site engineers, sustainability managers and owners.
The products are promoted as an investment with a financial payback → invest x and get y return each year in electricity and maintenance savings.
Promotion is through internet and direct sales but there are no web based sales as consultation is required on each customer site. The logo will be used on business cards and stationary, proposal documents, presentations, branding on some of the actual products themselves and on the company web site.
This is a business to business sale so the logo must convey a professional look and feel. No corporate colours have been chosen yet so this is open. It is likely the logo will lead the colour direction.
Including the tag line in the logo is optional and, if it is included in the design, it would be preferred to have an option without the tag line as well.
"Inno" in the brand name is short of innovation.
I have included product pictures for reference. The ring shaped tube of the induction light with its induction coils may provide some fodder for design images and this is OK as it is our lead product. As it is not our only product though this is merely an option, not a requirement.
The only don’ts to add to this guidance are that any shapes or imagery that is reminiscent of older style lights such as incandescent bulbs won't reflect the new technology we are providing and so won’t be viewed favorably.